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University of Wisconsin - Stout 1
                                                               Trends Assessment: Quality of Life




                                          Trends Paper
                                        “Quality of Life”
                                     By: Cassidy Capriglione
                                          JacobEdeburn
                                        Calvin Carpenter


                                            11/14/2012




Cassidy Capriglione, Jake Edeburn, Calvin Carpenter
Hospitality Marketing and Sales
University of Wisconsin - Stout 2
                                                                 Trends Assessment: Quality of Life

Health and Wellness

        You could say our country is on a health kick. Everywhere you look there is some type of
promotion for healthy living. Industries all over the U.S. have seen a trend in consumer‟s
decisions to choose a healthier alternative to everyday life. The health and wellness trend has
become increasingly popular due to the higher rates of heart disease, increases in the incidence of
cancer, record numbers of clinically obese people, and various other health issues pertaining to
unhealthy lifestyles. According to franchisehelp.com the rate of obesity grew steadily from 1987
to 2007 and over seventy two million Americans, or one third of the population of the United
States, are considered clinically obese. Fitness centers and weight loss solutions have become
increasingly popular in the hospitality and restaurant industries because of the obesity epidemic.
The fitness center industry became progressively popular in the 1970s and 1980s with running
and aerobics. Membership to fitness centers has grown increasingly from early 2000 to the
present because of the obesity epidemic. The hospitality industry has capitalized on this growing
number of fitness center memberships by offering their guest free access to the fitness center
within their hotels. According to franchisehelp.com over 41 million Americans are members of a
health club. People who belong to fitness centers want the option to work out even if they are
away from their health club, so hotels have given them the opportunity to do so by offering
fitness centers at their hotels. Some people will base their decision to stay at a hotel strictly on
the fact there is a fitness center provided. The weight loss industry is also on the rise because of
the obesity epidemic and businesses are making sure to provide customers healthier options. The
hotel and restaurant industries have started to cater to people who are dieting and trying to lose
weight. Over a quarter of Americans were on diets in 2007, and about two thirds were women, so
the weight loss market is generally geared towards women, according to franchisehelp.com. The
hotel and restaurant industries have offered a more diverse menu to its cliental to give its guest
an option to eat healthier. Some hotels are now offering special designed rooms to help make
guests healthier by reducing allergens and helping improve sleep, as well as healthier choices of
food. This is an example of industries adapting to the trend of health and wellness and
understanding the importance of providing their customers with option of a healthy alternative.
Americans are now more than ever becoming aware of the detrimental health risks associated
with obesity and want to live a healthier lifestyle and improve their quality of life overall. People
who are looking for a hotel to stay at, while on vacation or business trip, will take into
consideration the healthy options that are provided to them. That is why hotels are offering
unique amenities to the health conscious travelers and restaurants are doing their part in
revamping their menu items to target every age group. The health and wellness trend along with
the improvement on life quality is going to continue to grow and become even more prevalent,
and here is how some tourism businesses have made the change already.

MGM Grand Hotel: “Stay Well” Rooms



Cassidy Capriglione, Jake Edeburn, Calvin Carpenter
Hospitality Marketing and Sales
University of Wisconsin - Stout 3
                                                                 Trends Assessment: Quality of Life

         Health and wellness seem to be big topics that many industries are talking about. The
MGM Grand Hotel and Casino in Las Vegas has developed forty one “Stay Well” rooms in their
hotel that was released in October 2012 and these rooms are designed to make guests healthier.
The special features in these rooms will ultimately help improve sleep, reduce allergens, and
promote healthy eating to the guests who rent them out. Each room will cost thirty dollars more
per night than the typical rooms offered at MGM. The architecture firm Delos LLC aims at
incorporating architecture along with health-promoting technologies. Some of the features in the
Stay Well rooms are room lights that are skewed towards the red side of the color spectrum.
Lights that are geared toward the blue end are too bright and can suppress melatonin, the sleep
promoting hormone in the brain which can interfere with the amount of sleep a guest is getting.
The door knobs and furniture will be treated with an antimicrobial coating and the cleaning staff
in the hotel will be required to sanitize the surfaces in the Stay Well rooms with ultraviolet
wands. The rooms will contain two air filters which will require the housekeepers to use special
vacuums that have HEPA filters as well. Bathroom sinks will have filters in them that work
similarly to the Brita brand filters which can be very comforting to guests when some are
skeptical about using water in a different city. EMF shielding will help protect guests from
electromagnetic fields which can disrupt sleep and contribute to disease although the studies are
weak. They have installed a bright blue bathroom light that is meant to wake guests up and fight
off jet lag. The final two attributes to the Stay Well rooms are healthy room service and mini bar
that offers specialty dishes designed by the Cleveland Clinic to promote healthy eating and the
hotel also offers take home wellness programs that allows guests to access three six week online
programs that talk about sleep, stress and healthy eating. We find this to be a very interesting
trend but we would be very skeptical. We could see people who have quite a bit of money to
spend thirty extra dollars on a room to keep them healthier, but we cannot see many other people
willing to spend the extra money. We find this to be a great idea but we do not see a lot of
proven benefits coming out of these rooms. They may prevent you from getting sick and they
may help you sleep better, but in the article they even said that some of these studies are very
weak and the do not have much research to prove a significant benefit to renting out one of these
Stay Well rooms. We believe guests would have to rent out this room for possibly a month or so
to truly see healthy improvements in their bodies.

Hyatt Corp: Healthy Options for Kids

        Another hotel that is focusing on a different aspect of wellness is a Hyatt corporation and
their main focus is children. They want to launch an organic and seasonal children‟s menu that
provides whole foods that are nutritious and locally sourced when possible. The company
realized that obesity is an epidemic and there is a possibility that this generation could have a
shorter lifespan than the generation before it. Hyatt‟s goal is to be the leader in the industry and
provide healthy meals to guests so they can make an easier health conscious choice. Hyatt is
delivering a three course organic meal for children that essentially include fruits, vegetables, and


Cassidy Capriglione, Jake Edeburn, Calvin Carpenter
Hospitality Marketing and Sales
University of Wisconsin - Stout 4
                                                                 Trends Assessment: Quality of Life

a lean protein. The goal was to make it the courses appealing and delicious, when you have those
key factors it is not difficult to get kids to eat healthy foods. The company wants to help change
the habits of children which would lead to a decrease in childhood obesity and the company has
a few different ideas on how to change their mindset. Instead of free refills on soda, the company
opts for refills on milk, fruits and vegetables are the new side item rather than French fries and
kids can also order half sized portions of adult meals as well. Hyatt wants to reduce sugars,
sodium and calorie count at all times possible without affecting the taste of the meals. The food
and beverage directors along with the chefs are teaming up with groups of kids to test new foods
and they realize that children are willing to try new foods when they are involved in the process
of creating them. The organic program is in full swing in North America and the Caribbean. A
new attribute that came out in September is the Flavor Journey online experience which allows
kids and parents to learn more about organic foods and kids have their own section online where
they can look at menus and play games. Other companies seem to be following in Hyatt‟s
footsteps and they are slowly making changes to their menus to promote health and wellness. We
find this to be a fantastic idea and we think every hotel should do something like this. Obesity is
a crucial issue and we think companies are starting to realize the severity of it. We believe
getting children to eat healthy from an early age can only benefit them in the future, when kids
develop healthy eating habits it is very likely that it will stick with them in the future just as if
they have poor eating habits. We believe this will be a major benefit and hopefully it will
influence other hotels to develop healthy meal options for guests.
        One industry that finds importance in health and wellness is Kids Foot Locker. They
partnered up with Nickelodeon for it ninth annual Worldwide Day of Play which inspires kids to
get active. Customers who bring in their signed pledge to support the cause will receive a fifteen
percent discount off of their purchase but the sale is for one day only. Whole Foods Market, a
grocery store is now offering a wellness club that features information on healthy food options,
food courses that were developed by medical doctors, classes, coaching and support. Customers
can join this club and they are given benefits such as a ten percent discount on a variety of
healthy foods, unlimited cooking, nutrition, and lifestyle classes, and cooking demonstrations
and community events. They want to spread the word on the benefits of eating healthy and
exercise. They also realize that many people want to make this lifestyle change but they do not
have the information to start, so Whole Foods Market provides the necessary information that
customers need.

“The Quality of Life”

         Health and wellness is a trend that is not only popular in the hospitality industry, but
other industries as well by what one can see from the case studies. We had the opportunity to
interview someone who has had many years of experience in the hospitality field but his niche
fits in more with hotels. Bernie Mullen had great things to say about this trend and when we
explained the case studies, so he had a better idea of what we were writing about, he said, “first


Cassidy Capriglione, Jake Edeburn, Calvin Carpenter
Hospitality Marketing and Sales
University of Wisconsin - Stout 5
                                                                 Trends Assessment: Quality of Life

thing we already know, there is no way to extend out life, we do not know when we are going to
die”. With that said, he stated if businesses could focus on the concept of improving our
“quality” of life, it will definitely get the consumers‟ attention and that is how this trend will
impact the business landscape. Many companies have decided to move forward with promoting
health and wellness because they realize that is what their customers are looking for now.
American obesity is on the rise but so is change. There are seventeen million health minded
travelers today which are unable to find a way to maintain their healthy routine and one way that
businesses can help impact customers in getting fit and staying fit, is by offering unique
amenities that will keep them motivated on their journey.
         It seems as though every year more guests are interested in staying fit and many hotels
and other tourist destinations are now accommodating that lifestyle. When we asked Bernie his
opinion on the trend ideas that we had researched he could not agree more. Some future impacts
that health and wellness will have on tourist destinations are more educated, certified, and
experienced fitness professionals. People need guidance when it comes to staying fit and eating
healthy, they need the proper resources and knowledge and that will come from those hired
professionals. Another future change that many tourists may have noticed already is the changes
in menus in restaurants by offering low calorie meals or they are even going as far as adjusting
their entire menu so that they are able to accommodate these consumers. That trend will continue
to grow as more people are making health conscious decisions. One obstacle that tourism
companies can face when finding people to hire to fit specific job descriptions, such as health
and wellness, is discrimination. Bernie explained how the gym he goes to near his home has
personal trainers and some of them simply do not look the part. “When you are dealing with a
company that specialized in making health conscious decisions, you want your employees to be
knowledgeable and to some degree fit the part.” He also stated that you want employees who are
passionate about health and wellness and who are interested in helping others make a lifestyle
change. Some other trend changes hotels will have are larger exercise facilities will be provided
in hotels when more guests are interested in staying physically fit. It is all about helping a guest
or tourist stay on track with their lifestyle commitments and we feel it is safe to say that is where
many people fall off of their regimen is when they are on vacations. A vacation is a place for
people to relax and get away from everyday stresses and what better opportunity to grow off of
that than by providing classes in meditation, yoga, adventure travel, and hiking for guests who
want to feel even more relaxed or who want to reduce some life stressors. Guests have the
opportunities now to base their stay on the health and wellness opportunities along with unique
products that a hotel or business might offer. After going over these changes Bernie stated,
“With change also comes resistance.” Hoteliers are going to say to themselves, “if I do that, it
will cost a lot of money.” Bernie said, “The reasons for resistance have to do with the fact that
people do not always like change, they may not have a budget for it, or they may not have the
ability to change their operations. But on the other hand, if they do not make the change these
businesses could end up ostracizing themselves if the trend becomes a huge success.” When I



Cassidy Capriglione, Jake Edeburn, Calvin Carpenter
Hospitality Marketing and Sales
University of Wisconsin - Stout 6
                                                                 Trends Assessment: Quality of Life

asked Bernie about his final thoughts on how the trend will change, he said, “it will ultimately
level off because people will have a better quality of life.”
         The question that we really wanted to have a professional‟s opinion on was about the
competitive advantage. There are such things like using social media websites such as,
Facebook, blogs, and Twitter to promote their product and business. Owners and Managers, who
engage customers by using Facebook or Twitter, are also able to learn the positive and negative
experiences that have been occurring throughout the business which is a step towards
improvement. Businesses can also review their competitor‟s web sites and get an idea of what
they are doing to promote the health and wellness trend to create useful ideas on marketing.
Reviewing a competitor‟s web site allows businesses to steal their competitor‟s ideas or add on
to them to create an opportunity or product that will attract more customers to their business,
instead of the competitors. What we were really interested in is going beyond that and looking
for not so obvious examples. “The most important attribute for a business to stay ahead of the
competition is to stay in a constant state of improvement by being able to for see changes before
changes are necessary.” That alone will help any business stay ahead of the group. When we
asked him to give me more specific examples he played off of the case study we presented him
with the MGM hotels in Las Vegas. That hotel only offered thirty of the “Stay Well” rooms
while the others were just average. “If you confuse the customer by offering this differentiator,
you will make customers angry.” “These rooms are talking about someone‟s state of health, if
the hotel is telling one customer that they could purchase a room to make them “live longer” and
they decide to offer a different customer an average room because they cannot afford to pay extra
amount, the customer will feel like they are being locked in the „dungeon room‟”. Although the
hotel is looking through the eyes of strategic planning, that is not the right way to go in Bernie‟s
opinion. “All of the rooms need to be “Stay Well” rooms, not just a few”. When we turned the
attention away from hotels, we brought up the fact that restaurants seem like they can only do so
much, which is basically give healthy options to customers. Bernie gave the example of a
restaurant in a small town offering southern comfort food. The restaurant may be reluctant to
change their concept because that is what they stand for, and the customers may enjoy that
unhealthy southern comfort meal so what can a restaurant do to display a better quality of life?
Bernie suggested that they could bring in a certified dietician and make a healthy option of the
beloved southern comfort cuisine. “By cutting the sodium, sugar, or calories and still being able
to make it taste the same, you are improving that customer‟s quality of life, and they may not
even realize it because it still tastes the same.” Health and wellness along with the overall quality
of life in the tourism industry can help guests stay on track while they are on a business or
vacation trip. We believe that if such a large industry is focusing on a trend like this, it will
motivate individuals to improve their overall quality of life.




Cassidy Capriglione, Jake Edeburn, Calvin Carpenter
Hospitality Marketing and Sales
University of Wisconsin - Stout 7
                                                          Trends Assessment: Quality of Life




References:


   1. http://hotelexecutive.com/business_review/2909/2012-trends-in-fitness-how-they-will-
      apply-to-the-hospitality-industry
   2. http://online.wsj.com/article/SB10000872396390444165804578006342166438614.html?
      mod=dist_smartbrief
   3. http://www.hotelinteractive.com/article.aspx?articleid=26181
   4. http://wellness.wholefoods.com/
   5. http://online.wsj.com/article/PR-CO-20120927-903691.html
   6. http://www.franchisehelp.com/industry-reports/fitness-industry-report
   7. http://www.hotelnewsnow.com/Articles.aspx/8888/Brands-target-guests-with-fitness-
      programs
   8. Interviewee Information:
              Bernie Mullen/ mullenb@my.uwstout.edu




Cassidy Capriglione, Jake Edeburn, Calvin Carpenter
Hospitality Marketing and Sales

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Trends paper 2

  • 1. University of Wisconsin - Stout 1 Trends Assessment: Quality of Life Trends Paper “Quality of Life” By: Cassidy Capriglione JacobEdeburn Calvin Carpenter 11/14/2012 Cassidy Capriglione, Jake Edeburn, Calvin Carpenter Hospitality Marketing and Sales
  • 2. University of Wisconsin - Stout 2 Trends Assessment: Quality of Life Health and Wellness You could say our country is on a health kick. Everywhere you look there is some type of promotion for healthy living. Industries all over the U.S. have seen a trend in consumer‟s decisions to choose a healthier alternative to everyday life. The health and wellness trend has become increasingly popular due to the higher rates of heart disease, increases in the incidence of cancer, record numbers of clinically obese people, and various other health issues pertaining to unhealthy lifestyles. According to franchisehelp.com the rate of obesity grew steadily from 1987 to 2007 and over seventy two million Americans, or one third of the population of the United States, are considered clinically obese. Fitness centers and weight loss solutions have become increasingly popular in the hospitality and restaurant industries because of the obesity epidemic. The fitness center industry became progressively popular in the 1970s and 1980s with running and aerobics. Membership to fitness centers has grown increasingly from early 2000 to the present because of the obesity epidemic. The hospitality industry has capitalized on this growing number of fitness center memberships by offering their guest free access to the fitness center within their hotels. According to franchisehelp.com over 41 million Americans are members of a health club. People who belong to fitness centers want the option to work out even if they are away from their health club, so hotels have given them the opportunity to do so by offering fitness centers at their hotels. Some people will base their decision to stay at a hotel strictly on the fact there is a fitness center provided. The weight loss industry is also on the rise because of the obesity epidemic and businesses are making sure to provide customers healthier options. The hotel and restaurant industries have started to cater to people who are dieting and trying to lose weight. Over a quarter of Americans were on diets in 2007, and about two thirds were women, so the weight loss market is generally geared towards women, according to franchisehelp.com. The hotel and restaurant industries have offered a more diverse menu to its cliental to give its guest an option to eat healthier. Some hotels are now offering special designed rooms to help make guests healthier by reducing allergens and helping improve sleep, as well as healthier choices of food. This is an example of industries adapting to the trend of health and wellness and understanding the importance of providing their customers with option of a healthy alternative. Americans are now more than ever becoming aware of the detrimental health risks associated with obesity and want to live a healthier lifestyle and improve their quality of life overall. People who are looking for a hotel to stay at, while on vacation or business trip, will take into consideration the healthy options that are provided to them. That is why hotels are offering unique amenities to the health conscious travelers and restaurants are doing their part in revamping their menu items to target every age group. The health and wellness trend along with the improvement on life quality is going to continue to grow and become even more prevalent, and here is how some tourism businesses have made the change already. MGM Grand Hotel: “Stay Well” Rooms Cassidy Capriglione, Jake Edeburn, Calvin Carpenter Hospitality Marketing and Sales
  • 3. University of Wisconsin - Stout 3 Trends Assessment: Quality of Life Health and wellness seem to be big topics that many industries are talking about. The MGM Grand Hotel and Casino in Las Vegas has developed forty one “Stay Well” rooms in their hotel that was released in October 2012 and these rooms are designed to make guests healthier. The special features in these rooms will ultimately help improve sleep, reduce allergens, and promote healthy eating to the guests who rent them out. Each room will cost thirty dollars more per night than the typical rooms offered at MGM. The architecture firm Delos LLC aims at incorporating architecture along with health-promoting technologies. Some of the features in the Stay Well rooms are room lights that are skewed towards the red side of the color spectrum. Lights that are geared toward the blue end are too bright and can suppress melatonin, the sleep promoting hormone in the brain which can interfere with the amount of sleep a guest is getting. The door knobs and furniture will be treated with an antimicrobial coating and the cleaning staff in the hotel will be required to sanitize the surfaces in the Stay Well rooms with ultraviolet wands. The rooms will contain two air filters which will require the housekeepers to use special vacuums that have HEPA filters as well. Bathroom sinks will have filters in them that work similarly to the Brita brand filters which can be very comforting to guests when some are skeptical about using water in a different city. EMF shielding will help protect guests from electromagnetic fields which can disrupt sleep and contribute to disease although the studies are weak. They have installed a bright blue bathroom light that is meant to wake guests up and fight off jet lag. The final two attributes to the Stay Well rooms are healthy room service and mini bar that offers specialty dishes designed by the Cleveland Clinic to promote healthy eating and the hotel also offers take home wellness programs that allows guests to access three six week online programs that talk about sleep, stress and healthy eating. We find this to be a very interesting trend but we would be very skeptical. We could see people who have quite a bit of money to spend thirty extra dollars on a room to keep them healthier, but we cannot see many other people willing to spend the extra money. We find this to be a great idea but we do not see a lot of proven benefits coming out of these rooms. They may prevent you from getting sick and they may help you sleep better, but in the article they even said that some of these studies are very weak and the do not have much research to prove a significant benefit to renting out one of these Stay Well rooms. We believe guests would have to rent out this room for possibly a month or so to truly see healthy improvements in their bodies. Hyatt Corp: Healthy Options for Kids Another hotel that is focusing on a different aspect of wellness is a Hyatt corporation and their main focus is children. They want to launch an organic and seasonal children‟s menu that provides whole foods that are nutritious and locally sourced when possible. The company realized that obesity is an epidemic and there is a possibility that this generation could have a shorter lifespan than the generation before it. Hyatt‟s goal is to be the leader in the industry and provide healthy meals to guests so they can make an easier health conscious choice. Hyatt is delivering a three course organic meal for children that essentially include fruits, vegetables, and Cassidy Capriglione, Jake Edeburn, Calvin Carpenter Hospitality Marketing and Sales
  • 4. University of Wisconsin - Stout 4 Trends Assessment: Quality of Life a lean protein. The goal was to make it the courses appealing and delicious, when you have those key factors it is not difficult to get kids to eat healthy foods. The company wants to help change the habits of children which would lead to a decrease in childhood obesity and the company has a few different ideas on how to change their mindset. Instead of free refills on soda, the company opts for refills on milk, fruits and vegetables are the new side item rather than French fries and kids can also order half sized portions of adult meals as well. Hyatt wants to reduce sugars, sodium and calorie count at all times possible without affecting the taste of the meals. The food and beverage directors along with the chefs are teaming up with groups of kids to test new foods and they realize that children are willing to try new foods when they are involved in the process of creating them. The organic program is in full swing in North America and the Caribbean. A new attribute that came out in September is the Flavor Journey online experience which allows kids and parents to learn more about organic foods and kids have their own section online where they can look at menus and play games. Other companies seem to be following in Hyatt‟s footsteps and they are slowly making changes to their menus to promote health and wellness. We find this to be a fantastic idea and we think every hotel should do something like this. Obesity is a crucial issue and we think companies are starting to realize the severity of it. We believe getting children to eat healthy from an early age can only benefit them in the future, when kids develop healthy eating habits it is very likely that it will stick with them in the future just as if they have poor eating habits. We believe this will be a major benefit and hopefully it will influence other hotels to develop healthy meal options for guests. One industry that finds importance in health and wellness is Kids Foot Locker. They partnered up with Nickelodeon for it ninth annual Worldwide Day of Play which inspires kids to get active. Customers who bring in their signed pledge to support the cause will receive a fifteen percent discount off of their purchase but the sale is for one day only. Whole Foods Market, a grocery store is now offering a wellness club that features information on healthy food options, food courses that were developed by medical doctors, classes, coaching and support. Customers can join this club and they are given benefits such as a ten percent discount on a variety of healthy foods, unlimited cooking, nutrition, and lifestyle classes, and cooking demonstrations and community events. They want to spread the word on the benefits of eating healthy and exercise. They also realize that many people want to make this lifestyle change but they do not have the information to start, so Whole Foods Market provides the necessary information that customers need. “The Quality of Life” Health and wellness is a trend that is not only popular in the hospitality industry, but other industries as well by what one can see from the case studies. We had the opportunity to interview someone who has had many years of experience in the hospitality field but his niche fits in more with hotels. Bernie Mullen had great things to say about this trend and when we explained the case studies, so he had a better idea of what we were writing about, he said, “first Cassidy Capriglione, Jake Edeburn, Calvin Carpenter Hospitality Marketing and Sales
  • 5. University of Wisconsin - Stout 5 Trends Assessment: Quality of Life thing we already know, there is no way to extend out life, we do not know when we are going to die”. With that said, he stated if businesses could focus on the concept of improving our “quality” of life, it will definitely get the consumers‟ attention and that is how this trend will impact the business landscape. Many companies have decided to move forward with promoting health and wellness because they realize that is what their customers are looking for now. American obesity is on the rise but so is change. There are seventeen million health minded travelers today which are unable to find a way to maintain their healthy routine and one way that businesses can help impact customers in getting fit and staying fit, is by offering unique amenities that will keep them motivated on their journey. It seems as though every year more guests are interested in staying fit and many hotels and other tourist destinations are now accommodating that lifestyle. When we asked Bernie his opinion on the trend ideas that we had researched he could not agree more. Some future impacts that health and wellness will have on tourist destinations are more educated, certified, and experienced fitness professionals. People need guidance when it comes to staying fit and eating healthy, they need the proper resources and knowledge and that will come from those hired professionals. Another future change that many tourists may have noticed already is the changes in menus in restaurants by offering low calorie meals or they are even going as far as adjusting their entire menu so that they are able to accommodate these consumers. That trend will continue to grow as more people are making health conscious decisions. One obstacle that tourism companies can face when finding people to hire to fit specific job descriptions, such as health and wellness, is discrimination. Bernie explained how the gym he goes to near his home has personal trainers and some of them simply do not look the part. “When you are dealing with a company that specialized in making health conscious decisions, you want your employees to be knowledgeable and to some degree fit the part.” He also stated that you want employees who are passionate about health and wellness and who are interested in helping others make a lifestyle change. Some other trend changes hotels will have are larger exercise facilities will be provided in hotels when more guests are interested in staying physically fit. It is all about helping a guest or tourist stay on track with their lifestyle commitments and we feel it is safe to say that is where many people fall off of their regimen is when they are on vacations. A vacation is a place for people to relax and get away from everyday stresses and what better opportunity to grow off of that than by providing classes in meditation, yoga, adventure travel, and hiking for guests who want to feel even more relaxed or who want to reduce some life stressors. Guests have the opportunities now to base their stay on the health and wellness opportunities along with unique products that a hotel or business might offer. After going over these changes Bernie stated, “With change also comes resistance.” Hoteliers are going to say to themselves, “if I do that, it will cost a lot of money.” Bernie said, “The reasons for resistance have to do with the fact that people do not always like change, they may not have a budget for it, or they may not have the ability to change their operations. But on the other hand, if they do not make the change these businesses could end up ostracizing themselves if the trend becomes a huge success.” When I Cassidy Capriglione, Jake Edeburn, Calvin Carpenter Hospitality Marketing and Sales
  • 6. University of Wisconsin - Stout 6 Trends Assessment: Quality of Life asked Bernie about his final thoughts on how the trend will change, he said, “it will ultimately level off because people will have a better quality of life.” The question that we really wanted to have a professional‟s opinion on was about the competitive advantage. There are such things like using social media websites such as, Facebook, blogs, and Twitter to promote their product and business. Owners and Managers, who engage customers by using Facebook or Twitter, are also able to learn the positive and negative experiences that have been occurring throughout the business which is a step towards improvement. Businesses can also review their competitor‟s web sites and get an idea of what they are doing to promote the health and wellness trend to create useful ideas on marketing. Reviewing a competitor‟s web site allows businesses to steal their competitor‟s ideas or add on to them to create an opportunity or product that will attract more customers to their business, instead of the competitors. What we were really interested in is going beyond that and looking for not so obvious examples. “The most important attribute for a business to stay ahead of the competition is to stay in a constant state of improvement by being able to for see changes before changes are necessary.” That alone will help any business stay ahead of the group. When we asked him to give me more specific examples he played off of the case study we presented him with the MGM hotels in Las Vegas. That hotel only offered thirty of the “Stay Well” rooms while the others were just average. “If you confuse the customer by offering this differentiator, you will make customers angry.” “These rooms are talking about someone‟s state of health, if the hotel is telling one customer that they could purchase a room to make them “live longer” and they decide to offer a different customer an average room because they cannot afford to pay extra amount, the customer will feel like they are being locked in the „dungeon room‟”. Although the hotel is looking through the eyes of strategic planning, that is not the right way to go in Bernie‟s opinion. “All of the rooms need to be “Stay Well” rooms, not just a few”. When we turned the attention away from hotels, we brought up the fact that restaurants seem like they can only do so much, which is basically give healthy options to customers. Bernie gave the example of a restaurant in a small town offering southern comfort food. The restaurant may be reluctant to change their concept because that is what they stand for, and the customers may enjoy that unhealthy southern comfort meal so what can a restaurant do to display a better quality of life? Bernie suggested that they could bring in a certified dietician and make a healthy option of the beloved southern comfort cuisine. “By cutting the sodium, sugar, or calories and still being able to make it taste the same, you are improving that customer‟s quality of life, and they may not even realize it because it still tastes the same.” Health and wellness along with the overall quality of life in the tourism industry can help guests stay on track while they are on a business or vacation trip. We believe that if such a large industry is focusing on a trend like this, it will motivate individuals to improve their overall quality of life. Cassidy Capriglione, Jake Edeburn, Calvin Carpenter Hospitality Marketing and Sales
  • 7. University of Wisconsin - Stout 7 Trends Assessment: Quality of Life References: 1. http://hotelexecutive.com/business_review/2909/2012-trends-in-fitness-how-they-will- apply-to-the-hospitality-industry 2. http://online.wsj.com/article/SB10000872396390444165804578006342166438614.html? mod=dist_smartbrief 3. http://www.hotelinteractive.com/article.aspx?articleid=26181 4. http://wellness.wholefoods.com/ 5. http://online.wsj.com/article/PR-CO-20120927-903691.html 6. http://www.franchisehelp.com/industry-reports/fitness-industry-report 7. http://www.hotelnewsnow.com/Articles.aspx/8888/Brands-target-guests-with-fitness- programs 8. Interviewee Information: Bernie Mullen/ mullenb@my.uwstout.edu Cassidy Capriglione, Jake Edeburn, Calvin Carpenter Hospitality Marketing and Sales